Louis Vuitton has launched its inaugural La Beauté campaign, officially marking the House’s entrance into the beauty realm, overseen by the artistic genius of Dame Pat McGrath.
Photographed by Steven Meisel and directed by Damien Krisl, the campaign features House Ambassador Hoyeon alongside models Ida Heiner, Chu Wong, and Awar Odhiang. Set against striking desert landscapes and ethereal pastel environments, the imagery embodies Louis Vuitton’s new interpretation of beauty—where creativity, opulence, and lifestyle converge.
The launch collection showcases 55 shades of LV Rouge lipsticks, 10 radiant LV Baume lip balms, and 8 LV Ombres eyeshadow palettes. Each item is elegantly packaged in refillable containers designed by Konstantin Grcic, fusing Vuitton’s storied trunk-making history with McGrath’s contemporary, inventive style.
La Beauté Louis Vuitton will be available exclusively in China starting August 20, 2025, with a global release following on August 29 in select stores and on louisvuitton.com, allowing for pre-orders worldwide from August 25.
